By: M4G Bureau
Last updated : March 12, 2020 9:34 am
Effective success in retargeting exposed audiences for further engagement; garnered 2.7% avg. CTR, 3X higher than previous benchmarks
As consumer attention becomes increasingly elusive, Xaxis’ DOOH capabilities, allowed Veeba Sauces to build connections with target audiences in real time and understand the direct impact of DOOH on the customer journey. By leveraging DOOH, brands can enjoy the benefits of digital display advertising, including data-driven targeting, measurement, and live creative updates, in localized, high-impact media sites. By 2021, digital is expected to account for 45% of all outdoor media spend (WARC Global Ad Trends report, November 2018).
Saket Sinha, Senior Vice President and Head of m/SIX India, said: "M/SIX has always believed in outcome-based advertising, and that connecting with walk–in consumers at a store is a critical part of the marketing funnel. By enabling brands to tap into the benefits of programmatic advertising, we were able to provide Veeba Sauces with a unique medium to reach consumers with eye-level messaging and cover an area far greater than what was possible through traditional OOH.”
Bharat Khatri, country lead, Xaxis India added: “Out-of-home advertising has always been an effective media channel to drive awareness for brands and now combined with programmatic technology this medium is more automated and measurable than ever before. We saw all the benefits of programmatic DOOH come to light, the ability to communicate in real-time through networked digital screens, wi-fi and mobile broadband to deliver contextually relevant messaging, and drive more immediate consideration, trial and purchase. This is a compelling reason for brands to invest in DOOH.”
Gulab Patil, founder and CEO of Lemma said: “Mapping audience parameters and behavioural tendencies to locations has taken DOOH advertising to new heights. Furthermore, programmatic technology has enhanced DOOH outputs with dynamic creative rendering abilities that empower advertisers to leverage the essence of the surrounding. In this case contextualized creatives for Veeba in sync with audience profile, placement & density influenced consumers in the last mile of the purchase journey, subsequently resulting in higher sales. Not only this, technology like ours provides data-mining opportunities which help brands garner information beyond mere exposures.